Ingeniería en Marketing

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Browsing Ingeniería en Marketing by Subject "Area Urbana"

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    Análisis de las estrategias de producto que han desarrollado las pequeñas empresas manufactureras textiles en el área urbana de la ciudad de Cuenca durante el período 2011-2012
    (2014) Rodríguez Pizarro, José Carlos; Pesántez Vicuña, Saúl Fernando
    This research has the objective to “Analyze product strategies that had been developed by small textile manufacturing companies in the urban area of the city of Cuenca, during the period of 2011 - 2012”. The purpose of this thesis came up because I want to know the degree of implementation of these strategies and the effect caused on the company revenue. The applied method study was the exploratory qualitative technique based on: focus group and expert’s interviews, obtaining relevant information which was used for the descriptive quantitative method through a survey applied to 54 companies. With the information obtained, I performed descriptive statistical and correspondence analysis, which let me know the association degree between the study variables. The results indicated that all managers know about product strategies, but the average use of all strategies is 52%. The most used strategies are: cost reduction and product improvement; the implementation of these strategies allowed the 63% of this population to have a revenue increase over 3%, because for its control and supervision form. These companies are looking to be competitive through selling improved products at lower prices, in less time, trying to satisfy customer requirements in order to have immediate revenue increases. Working this way, limits their investment in innovation.
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    Modelo de toma de decisiones del consumidor de vegetales orgánicos en la ciudad de Cuenca del área urbana en el segmento de 20 a 30 años, año 2014
    (2014) Luna Celi, Bethy Esperanza; Ordóñez Ramón, Estefanía Jacqueline; Pesántez Vicuña, Saúl Fernando
    The purpose of this thesis was to identify the buying decision process that organic vegetable consumers follow in the city of Cuenca. The study was carried out with 223 people, using a random ranked sampling with proportional allocation, considering the city’s urban parishes. The statistical tools used were analysis of conglomerates, Cronbach’s Alpha (reliability of the data) and tests of statistical inference Chi-square test (hypothesis verification). Among the most relevant findings it was discovered that the sample’s majority eat organic vegetables (88,79%), but there is a small group (11,21%) who are not aware due to the lack of information or accessibility to the sale points. Additionally, it was possible to identify three consumer profiles: “potential consumer” whose age is between 20 to 25 years old, who buy this type of food to use in a specific menu; the second and third groups are called “traditional consumers” because they acquired this buying behavior during their childhood to maintain a healthy living style. It was also proven that the Schiffman and Kanuk Model is applied for the three conglomerates, although the interaction of the variables tend to change (in the valuation), according to the consumer’s profile.